At present, people have summarized several effective online marketing strategies.
1. One brings five.
Modern marketing believes that maintaining the value of an old customer is equivalent to winning five new customers. The characteristics of two-way interaction, large amount of information, selective reading, low cost and convenient contact determine that the network is a better customer service tool than other media. Through network marketing, we can better serve customers, thus strengthening the relationship with customers, increasing customer loyalty, retaining customers and improving the company's sales.
2. Provide product information to stimulate consumption.
Providing useful information to stimulate consumption is especially suitable for enterprises selling through retail channels. This strategy can constantly provide customers with useful information through the network, including new product information, new uses of products and so on. , and can change in time according to the situation, in order to maintain the freshness and attractiveness of online websites. These useful new information can stimulate customers' desire for consumption, thus increasing their purchases.
3. Simplify sales channels and reduce management costs.
The most direct benefit of online sales to enterprises comes from its direct selling function: that is, by simplifying sales channels, reducing sales costs and ultimately reducing management costs. This model is suitable for enterprises that use the Internet as a direct marketing tool. The use of the Internet to implement direct marketing must be convenient for customers to buy, so that customers can reduce the spending and consumption of shopping time, energy and physical strength. For enterprises, it can simplify sales channels, reduce sales costs and reduce management expenses. The online shop selling books, flowers and gifts is the best application of this model. However, in some online bookstores, the procedures for customers to buy books are too complicated, which affects their online sales business. "Dangdang Online Bookstore" has done a good job, providing customers with a variety of fast and convenient ways to buy books online, attracting many customers.
4. Involve customers and improve customer loyalty.
There have been some examples of news websites successfully using this model. For example, newspaper and magazine publishers promote customer participation through their web pages. Their pages allow customers to form some "online communities" with the same theme according to their own interests, and at the same time provide readers with opportunities to communicate with editors, and their participation is much higher than the traditional "letter to the editor". As a result, the loyalty of subscribers is effectively improved. Similarly, the websites of film and television producers can also use this model to improve the popularity of their products. By setting up web pages, they provide the audience with some so-called "inside stories" of popular movies, such as plot conception, background of characters, background information of actors, directors and producers, hobbies and so on. This information is very attractive to fans. Because it makes them feel like experts. This feeling will drive them to watch a popular movie again and again, comment on it and appreciate it.
At the same time, they will discuss the film with their friends and even persuade them to see it.
5. Improve brand awareness and gain higher profits.
Enterprises that pay attention to brand management can enhance the brand image of the whole enterprise through the design of web pages. Many well-known brands use the Internet as a tool to enhance their brand image. Through the design of web pages, enterprises can highlight brand promotion, establish the overall corporate image, establish customer loyalty, achieve market penetration, and finally achieve the goal of increasing market share. Coca-Cola Company, for example, does not use the Internet as a direct marketing tool, but uses the Internet as a tool to enhance its brand image.
6. Database marketing
Network is an ideal tool to build a powerful and accurate marketing database. Because the network is real-time and interactive, it can dynamically modify and add marketing database. Having a marketing database that tracks the market situation in real time is the basis for the management to make dynamic and rational decisions. The marketing database established through the network can realize some theoretical dreams in traditional marketing. For example, accurate segmentation of the target market and timely adjustment of commodity prices. Database marketing model is the modernization of traditional marketing model, which has the advantages of scientificity and predictability.
1. Overall strategic planning: market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy formulation, overall operation step planning, investment and expectation setting.
Second, establish a marketing website and a third-party e-commerce platform:
(1) Marketing website: website planning, website structure, visual style, website column, page layout, website function, keyword planning, website SEO, design and development; (2) Third-party e-commerce platform: platform evaluation and selection, store decoration, information uploading, management team, platform promotion and platform effect monitoring.
Third, communication content planning: brand image copy planning, product sales concept planning, product sales copy planning, investment copy planning, product word-of-mouth copy planning, news information content planning, all kinds of advertising copy planning, website promotion planning.
Four. Integrated communication and promotion: SEO ranking optimization, blog marketing, Weibo marketing, WeChat marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news soft text marketing, video marketing, event marketing, public relations activities and other virus communication modes.
The core of SEO is Internet thinking.
The first connotation of "SEO" is "Internet thinking+". The first step for traditional enterprises to integrate into "internet plus" is to understand the Internet, so understanding Internet thinking is a basic start. What is Internet thinking? In the long-term development of internet business model, many internet companies have accumulated a large number of cases and data, which is enough for them to sum up a set of methodologies suitable for their own development. This methodology can be regarded as Internet thinking. Internet thinking is summed up by internet companies, which is more suitable for online business model, so it is not suitable for offline operation of traditional enterprises. "internet plus" requires traditional enterprises to understand Internet thinking first, and then explore new business models in combination with the actual situation. What kind of person you study SEO with determines what kind of person you become.
If we learn from the weak, we will become weak, and if we learn from the strong, we will become strong. So what kind of people you mix with determines your direction in this industry. There is such a person who has been sharing the systematic knowledge and problem-solving thinking of SEO on the Internet every night since 2007. It has been nine years now. Under his training, a large number of excellent SEO executives and entrepreneurs were born. Do you want to learn from him? This is not a problem. You only need to pay time and nothing, so you can listen to his class. If you want to listen, you can join this group. First, May 4th1day, then the last three digits: 2 145, and the last two digits are: 15. Combine them in order, and you can find our idol and let you know what SEO is. But many of them are outdated, because the internet is constantly changing, which is also to avoid letting everyone learn the wrong outdated knowledge. What I want to say is that unless you want to learn this knowledge and get yourself an internet opportunity, if you just come to join in the fun, don't come.
Verb (abbreviation of verb) data monitoring operation: website ranking monitoring, communication data analysis, website visit statistics analysis, visiting crowd analysis, consulting statistics analysis, webpage browsing depth statistics analysis, and popular keyword visit statistics analysis.
Marketing strategy New network marketing, promotion strategy has the following ways:
1. Online discount promotion
Discount, also known as discount and preferential treatment, is the most commonly used online promotion method. At present, netizens' enthusiasm for online shopping is far lower than that of traditional shopping places such as shopping malls and supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy. Because the goods sold online can't give people a comprehensive and intuitive impression, they can't try and touch, and with the complexity of distribution costs and payment methods, the enthusiasm of online shopping and ordering has declined. Larger discounts can encourage consumers to try online shopping and make purchase decisions. At present, most goods sold online have different price discounts.
2. Online gift promotion
At present, there are not many applications of gift promotion on the Internet. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, good promotion results can be achieved by using gift promotion. Advantages of gift promotion: it can enhance the popularity of brands and websites; Encourage people to visit websites frequently to get more preferential information; According to consumers' enthusiasm for additional products, we can summarize and analyze the marketing effect and the reaction of the products themselves.
3. Online lottery promotion
Lottery promotion is one of the most widely used forms of network promotion and is a promotion method that most websites are willing to adopt. Lottery promotion means that one or several people get prizes that exceed the cost of participating in activities to promote goods or services. The online lottery mainly depends on investigation, product sales, expanding user groups, celebration and promotion of an activity. Consumers or visitors get lucky draw opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.
4. Points promotion
The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Generally speaking, points promotion will set higher value prizes, and consumers will increase their points by purchasing or participating in an activity for many times, so as to get prizes. Integral promotion can increase the number of times users visit websites and participate in certain activities; Can increase the loyalty of netizens to the website; Can improve the visibility of activities, etc.
5. Search engine marketing: According to CNNIC's China Search Engine Market Survey Report in 2007, 44.7 1% netizens often use search engines (many times a day), and the users who use search engines once a day also account for 65.438+07.2%, that is, the number of users who use search engines every day is as high as 69.4%, which means that more than half of netizens have begun to rely on search engines. Mainly includes: login Baidu, Google, Yahoo, sogou, Aiwen, Zhongsou and other search engines, Sina directory, Yahoo directory, Sohu directory and other directory websites, as well as search engine optimization marketing services composed of keyword analysis, search engine ranking optimization maintenance, search result page position bidding and other marketing forms.
Under the knowledge economy, there are many ways of Internet marketing combination, and each combination often focuses on or highlights one or more collaborative applications of product price, channel and promotion, so as to maximize the marketing strategic role on the Internet platform.
1, search engine login, bidding ranking: At present, third-generation search engines such as google and Baidu all adopt "active" search mode, which has certain effect on the search of product names, trademarks and keywords, and can quickly define the nature and scope of products by keywords and serve target users quickly. Therefore, the online marketing mode of "search engine login bidding ranking" is basically in the state of product promotion.
2. Messenger advertising and e-mail advertising: both are "one-to-one" advertising forms, which can be promoted differently according to the differences of products or user groups.
3. Internet banner and other advertisements: Publishing such advertisements on large websites can enhance popularity, expand cognitive fields, publicize and establish an image, and develop the role of potential users.
4. Forum advertising: In recent years, the sudden emergence of forum communities has made forum advertising a network marketing model with great commercial value. Usually, the theme of a forum advertisement will be viewed by 100-200 users, and about 10% users will actively click to browse the full text. Because the forum advertisement adopts the "one-to-many" marketing mode, the publishing efficiency is much higher than the traditional form. If the advertising content is handled skillfully and in the form of "soft text", it will generally not be deleted by the moderator, but can be retained for a long time, attracting customers stably in weeks or even months, which is impossible for other online marketing models.
5. Online Focus Advertising: Next-generation online focus advertising launched by more than 300 top websites in China, with intelligent matching packaging. It inherits the advantages of traditional Internet advertising and adds intelligent functions. It represents the development direction of the next generation Internet and is a new form of online advertising.
6. Online membership marketing is a unique online marketing model on the Internet, which has many different specific forms and names. All kinds of "website alliances" adopted by some domestic websites are based on the principle of online membership marketing. Network membership marketing (or network alliance for short, some articles are translated as "affiliated network marketing" from English "AffiliatePrograms") has achieved great success in the field of e-commerce. The important reason is that it conforms to the general advantages of e-commerce, such as resource sharing, high efficiency and more convenient user selection. Main function: Pay according to the effect, and save advertisers' advertising expenses. It provides great convenience for advertisers to put in and manage online advertisements. Expand the scope of online advertising and improve the positioning of online advertising. Greatly expanded the online sales channels of merchants. It creates opportunities for joining member websites to turn traffic into income. Enriched the content and function of the alliance website. Using the concept of viral marketing, alliance members actively promote it.